Bud Light Platinum Touches Down in Canada

New, premium offering leads Labatt Breweries of Canada's innovation pipeline for 2013

TORONTO, Feb. 6, 2013 /CNW/ - Bud Light Platinum - the newest member of the Bud Light family of beers - is set to take Canada by storm. Only available in the U.S. until now, Bud Light Platinum has officially launched in Canada, leading the premium beer category by delivering a 6% alc./vol. strong beer with a light, easy-drinking taste. This bold new beer demonstrates Labatt's continued commitment to bringing Canadians new, exciting innovations.

"Innovation is key to building Labatt's momentum now and as we head into the all important summer season. The launch of Bud Light Platinum in Canada - our first innovation of 2013 - is the newest addition to the growing Bud Light family and one that will deliver a new premium drinking experience for Canadians," said Jorn Socquet, Vice President of Marketing, Labatt Breweries of Canada. "Labatt identified an opportunity to shape a new category of premium beer in Canada - one that delivers strong beer with a light, easy-drinking taste in a sophisticated and approachable style. Bud Light Platinum fits this profile. It has differentiated packaging including a distinctive large cobalt blue glass bottle that looks and feels like nothing else on the market."

Bud Light Platinum saw huge success in the U.S. when it first launched last year. By the end of 2012, Bud Light Platinum claimed more than 1 per cent of U.S. market share and was one of the most successful beer launches in the U.S. since 2005. Bud Light Platinum's arrival in Canada further solidifies the Bud Light brand's dedication to innovation, including recent extensions Bud Light Lime - one of the biggest Canadian beer launches in the past decade that exploded the flavoured beer category - and Bud Light Lime Mojito.

"Labatt is one of Canada's oldest and most experienced brewers. We're taking this expertise and working hard to shape the category to bring exciting new products to consumers," said Socquet. "Labatt's innovation pipeline is an important part of growing our business and we're committed to innovating across all touch points - from the development of new beer and flavours, to our creative campaigns, packaging design and digital communications. We want to entice consumers and create meaning for them in everything we do."

With the official launch of the ad on Super Bowl Sunday, Bud Light Platinum is now available in 650 mL glass bottles, a sleek 355 mL can and first-to-market 355 mL aluminum bottle. Bud Light Platinum is available nationally at select retailers.

About Bud Light

Bud Light has been brewed in Canada since 1986. The Bud Light brand expanded with the introduction of Bud Light Lime in 2009, Bud Light Lime Mojito in 2012 and new Bud Light Platinum, launched in 2013. Each beer in the Bud Light family is made using the finest malted barley and premium hops imparting a unique clean aroma and crisp smooth finish. From the first brewing steps to completion, the Bud Light family is handled with the utmost care to ensure the same great taste every time. For more information, visit www.budlight.ca or Facebook.com/BudLightCanada.

SOURCE: Labatt Breweries of Canada

Emily Palley-Samson
Edelman Public Relations
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Briar Wells
Labatt Breweries of Canada
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